Another day, another rebrand.

Last week, Oscar Mayer unveiled a new name for the Wienermobile, the iconic ride that’s been bringing wiener-shaped hot dog fun to families coast-to-coast since 1936.

Now known as the Frankmobile — at least for now — the familiar vehicle will spread the word about Oscar Mayer’s new recipe for its 100% Beef Franks. According to the company, the new recipe has “a more balanced flavor profile and iconic beefy taste that is more flavorful than ever.”

“The Wienermobile is a beloved American icon that has been sparking smiles and driving craveability for our iconic delicious wieners for nearly 100 years,” says Stephanie Vance, Associate Brand Manager, Oscar Mayer. “This summer, it’s time to highlight another fan-favorite: our delicious 100% Beef Franks. When Oscar Mayer makes anything, we prioritize taste over everything, so no matter what kind of hot dog you enjoy this summer, if it’s Oscar Mayer, you know it will be 100% tasty, and 100% make you smile.”

A fleet of six Frankmobiles piloted by drivers known as Frankfurters (formerly Hotdoggers) is traveling the country dishing out coupons, Frank Whistles (formerly Wiener Whistles), and other goodies inspired by the yellow-banded meats.

The Wienermobile has evolved significantly over the course of its history, from technological upgrades and new body styles to additional hot dog-inspired members of the fleet. In 2017, Oscar Mayer added the WienerMini, WienerRover, WienerCycle, and WienerDrone to its Wienerfleet.

No word yet on the arrival of the Mini Frank or FrankenDrone, but you can keep tabs on the whereabouts of the Frankmobile right here.

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James Zahn aka The Rock Father is the founder and publisher of The Rock Father Magazine, and also serves as Editor-in-Chief of The Toy Book, and Senior Editor of The Toy Insider and The Pop Insider. Zahn is an Illinois-based writer, media personality, commentator, director, actor, adventurer, raconteur, and overall pop culture and toy enthusiast. James is frequently called upon for expert commentary on the toy industry and has been seen on or quoted in Yahoo! Finance, CNN, FOX Business, MarketWatch, Forbes, NBC, ABC, CBS, The New York Times, The Washington Post, The NY Post, The Chicago Tribune, PopSugar, Fangoria, Starlog, and many more. He has been involved with business, entertainment, and media for more than 30 years, with a passion for music, film, retail, and publishing. Follow James on Twitter @TheRockFather. Email him: